CLIENT
TurboTax
Mary-Ann Somers, Chief Growth Officer
Cathleen Ryan, VP Marketing
Danielle Roark, Group Marketing Manager
Whitley Diffin, Marketing Manager
Jack Rubin, VP Marketing
AGENCY
Jonathan Marshall, Copywriter
Kevin Jones, Creative Director
Helen Rhodes, Art Director
Jason Campbell, Creative Director
Derrick Ho, Art Director
Amber Higgins, Group Strategy Director
Brooke Stites, Group Brand Director
Corey Woodson, Brand Director
Bruno Frankel, Group Strategy Director
Kim Sizemore, Group Media Director
Madeline Parker, Brand Manager
Estevan Palomino, Brand Executive
Destinee Scott, Media Director
Annie Yuen, Media Supervisor
Paige Weber, Media Supervisor
SUMMARY
TurboTax sought to maintain its leadership position in the highly competitive tax prep category. With the use of a single word, “free”, TurboTax's Free Edition campaign up-ended advertising tropes while driving an increase in awareness and site traffic. During the high-stakes 13 week tax season, TurboTax effectively fended off fierce competition to grow its share of IRS returns from 27.3% to 28.1% while getting more people to file their taxes for free than all other tax prep software companies combined.
